Dentsu Aegis Network Acquires BJL

Dentsu Aegis
Network has bought BJL, the Manchester-based creative agency, to boost its
capabilities in the north of England.

BJL will continue
to be led by chief executive Nicky Unsworth, managing partner Jackie Holt and
commercial director Iain Kerr, who led a management buyout of the agency in
2004.

The shop employs 75
people across Manchester and a small satellite office in London, with all staff
due to remain in their existing locations.

Its client roster
includes Subaru, The Co-operative Bank and Ronseal, for which BJL created a
three-minute ad takeover on Channel 4 in 2016 that allowed viewers to watch
paint dry.

Dentsu Aegis
Network said BJL’s expertise in brand strategy, advertising, content
production, PR, social media and CRM complements the company’s capabilities in the
north of England.

It means that the
group, which comprises regional operations for agency brands including Carat,
Vizeum and iProspect, now employs about 700 people across the northern region.
Rachel McDonald, former managing director at Carat Manchester, was appointed to
lead Dentsu Aegis Network North as managing director last year after the exit
of Elliot Muscant.

McDonald said:
“We have worked with BJL for many years and admired both the standout
creative work that they deliver and the impressive talent they’ve grown from
their headquarters in Manchester.

Last week, Dentsu Aegis Network’s global chief executive, Tim Andree, warned that the group’s operating margin would be lower than in previous years until 2021 due to increased investment costs over the next two years.

Dentsu Aegis Network has bought BJL, the Manchester-based creative agency, to boost its capabilities in the north of England.

BJL will continue to be led by
chief executive Nicky Unsworth, managing partner Jackie Holt and commercial
director Iain Kerr, who led a management buyout of the agency in 2004.

The shop employs 75 people across
Manchester and a small satellite office in London, with all staff due to remain
in their existing locations.

Its client roster includes Subaru, The Co-operative Bank and Ronseal, for which BJL created a three-minute ad takeover on Channel 4 in 2016 that allowed viewers to watch paint dry.

Dentsu Aegis Network said BJL’s expertise in brand strategy, advertising, content production, PR, social media and CRM complements the company’s capabilities in the north of England.

It means that the group, which comprises regional operations for agency brands including Carat, Vizeum and iProspect, now employs about 700 people across the northern region. Rachel McDonald, former managing director at Carat Manchester, was appointed to lead Dentsu Aegis Network North as managing director last year after the exit of Elliot Muscant.

McDonald said: “We have
worked with BJL for many years and admired both the standout creative
work that they deliver and the impressive talent they’ve grown from their
headquarters in Manchester.

Last week, Dentsu Aegis Network’s global chief executive, Tim Andree, warned that the group’s operating margin would be lower than in previous years until 2021 due to increased investment costs over the next two years.